16 Chapter I. Working with the media

word “flack” by reporters in their stories. Unfortunately, many other

newspapers have not followed suit.

Journalists often refer to the activities or policies of organizations as

“public relations gimmicks”.

Excessive Hype and Promotion

Journalists receive hundreds of news releases that are poorly written,

contain no news, and read like commercial advertisements. It is no wonder

that after а while they form the opinion that the majority of publicists are

incompetent.

Journalists also resent the use of gimmicks in sending materials to the

news media.

These gimmicks аrе meant simply to separate the news release or press

kit from the stack on the recipient’s desk. However, gatekeepers complain

that such gimmicks constitute gifts or “freebies”, which their organizations,

on principle, do not accept. Some newspapers even return such minor

gimmicks as key chains, Т shirts, and coffee mugs. In sum, if you’re thinking

about using а gimmick with а news release, carefully assess the recipient’s

potential reaction.

_ Notes:

The Wall Street Journal — влиятельная ежедневная политико эко

номическая газета деловых кругов, крупнейшая по тиражу газе

та США (около 2 млн экз.), регулярно занимает места в десятке

лучших. Известна лаконичным стилем изложения новостей

и авторитетным анализом тенденций деловой и финансовой

жизни. Издается в Нью Йорке, основана в 1889 г.

_ Vocabulary:

assess — оценить

be akin to smth. — быть сродни ч. л.

derogatory — пренебрежительный, унизительный

disdain — презирать

excessive — чрезмерный

flacks — (sl.) презрительное прозвище людей, работающих в паб

лик рилейшнз, «пиарщиков»

follow suit — последовать примеру

forbid, forbade, forbidden — запрещать

UNIT 3. AREAS OF FRICTION 17

freebie — (sl.) небольшой подарок, бесплатная раздача образцов

рекламируемого товара

friction — трения, разногласия

gimmick — рекламный трюк, уловка

hack — (sl.) «писаки»

hype — шумная, крикливая реклама

minor — небольшой

promotion — продвижение, реклама

recipient — получатель

refer to smth. — отзываться о ч. л.

resent — возмущаться

stack — масса, куча

Exercises

1) Find the English equivalents in the text. Use them in sentences of your

own:

в какой то степени; в принципе; вследствие ч. л.; футболка;

кружка; оценить; возможная реакция; плохо написанный; не

содержать новостей; неудивительно; коммерческая реклама;

быть предназначенным для ч. л.

2) Find the words in the text which describe or mean the following:

1. а trick or smth. unusual that you do to make people notice smb. or

smth. —

2. disagreement or angry feelings between people —

3. smth. that you are given free, usually smth. small and not

expensive —

4. very similar to smth. —

5. insulting and disapproving —

3) Translate the following sentences into Russian:

1. Pay is а continuing source of friction with the workers.

2. Psychologists will assess the child’s behavior.

3. Не disdains New York and the art that is produced there.

4. I resented having to work such long hours.

5. At that time, the state law forbade the teaching of evolution.